ADVERTISING AND BRAND MANAGEMENT

The book ‘Advertising and Brand Management’ is written jointly by the two renowned authors, namely, Ginni Syal and Prerna Ahuja. Being a publication under the reputed Kalyani Publishers, the book houses few or no errors at all. The book has been prescribed by the Panjab University, Chandigarh for students pursuing their studies in BBA 6^th Semester and B.Com. 3^rd Semester with Honors. This book is divided into two major parts and comprises twenty chapters. Unit I sets the stage by providing the big picture of what advertising is all about and provides white and black details for the rest of the book. The objective is to provide a sense of the content and context of advertising planning and management by highlighting the key advertising decisions and strategies. Unit-II addresses the topic of brand management. The chapters take a detailed look at what consumers know about brands, what marketers want them to know, and how marketers can develop procedures to assess how well they are doing.

SALIENT FEATURES OF THE BOOK:

• The book contains questions and illustrations that are hand-picked from the previous year's questions and samples. This helps quite a deal in achieving more marks in the examination.

• The book lays down a good foundation on the course.

• The book consists of 2 Units which are further subdivided into 21 well-defined chapters that elaborate on all the important topics revolving around the subject matter.

• The book is written keeping in close view of the syllabus prescribed by the Panjab University, Chandigarh.

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